Language Log

In "Applenese", we examined the Chinese translations from the Mainland, Taiwan, and Hong Kong of this Apple advertising slogan for Mother's Day last spring:  "A gift Mom will love opening. Again and again."

Now let's see what is done with the new Apple campaign for the iPhone 6, "Bigger than bigger",  in Chinese and other languages.

Suggestion for your weekend reading: Mark Seidenberg and David Plaut, "Quasiregularity and Its Discontents: The Legacy of the Past Tense Debate", Cognitive Science 2014. The abstract:

Rumelhart and McClelland’s chapter about learning the past tense created a degree of controversy extraordinary even in the adversarial culture of modern science. It also stimulated a vast amount of research that advanced the understanding of the past tense, inflectional morphology in English and other languages, the nature of linguistic representations, relations between language and other phenomena such as reading and object recognition, the properties of artificial neural networks, and other topics. We examine the impact of the Rumelhart and McClelland model with the benefit of 25 years of hindsight. It is not clear who “won” the debate. It is clear, however, that the core ideas that the model instantiated have been assimilated into many areas in the study of language, changing the focus of research from abstract characterizations of linguistic competence to an emphasis on the role of the statistical structure of language in acquisition and processing.

Ruth Blatt, "The Lean And Mean Led Zeppelin Organization", Forbes 9/6/2014:

The Zeppelin organization was small by today’s standards, with a crew of only about 15 people traveling with the band. The band itself would arrive 30 minutes before a show. “They would turn up and they would go in the dressing room. There was no change of clothes or wardrobe or any of the poncy stuff. And whoa be tide if the stuff wasn’t ready,” he said “And it always was.”

We have not discussed any examples of nerdview on Language Log for a while. But Bob Ladd told me of one the other day. He was at the Edinburgh Airport dropping someone off, and pulled up next to the ticket dispensing machine for the short-stay car park. He pushed the button, but no ticket appeared. Instead, the display screen of the machine showed a message: "OUT OF FAN-FOLD TICKETS".

Not having encountered the term "fan-fold" (I guess he never owned a tractor-feed printer in the 1980s), he was momentarily flummoxed. What the hell was a fan-fold ticket, and what was he supposed to do, given that there apparently weren't any, and he had to take one to make the white bar lift up so he could go in?

I remember Apple's Mother's Day advertising campaign for the iPad Air and iPad mini last spring:  "A gift Mom will love opening. Again and again."

I only found out yesterday, in this article, that the Mainland Chinese translation of this tagline is the following:

Ràng māmā kāixīn de lǐwù, kāile yòu kāi.

让妈妈开心的礼物,开了又开.

The grammar cannot be faulted, and the meaning superficially seems to make sense, but the more you think about it, the odder it becomes.  If forced to translate the Chinese translation back into English, I'd come up with something like "A gift that will make Mom happy.  She'll open it again and again."  (Or, for the second sentence, less forced but more awkward:  "She'll be hap[py] again and again.")  That's not what the English says.

I suspect that Utopia on Fox (see also Alessandra Stanley, "A World, From Scratch: In 'Utopia,' on Fox, Real People Build an Unreal World", NYT 9/8/2014) is not the sort of thing that Eric Olin Wright had in mind.

More than four years ago, on Aug. 23, 2010, Doctor Science left the following comment on a post by Mark Liberman, "Cell phone cupertinos":

I'm pretty sure I saw something several years ago about a whole dialect (argot? jargon? slang?) that had developed among young people in Japan (or possibly some other Asian country), based on phone cupertinos. Basically, they used the first suggestion from the autocomplete function *instead* of the original target word, to create an argot that was reasonably opaque to outsiders.

Now that comment has been brought back from the dead, appearing in two different articles about autocorrect.

The official name of the organization campaigning for a No vote in the upcoming Scottish independence referendum is "Better Together." That phrase was originally the campaign's main slogan. Much has been written in recent days about the campaign's evident signs of panic, but no one has commented on the stupidity of "Better Together" as a slogan. (It was actually ditched by the campaign in June, and replaced by an even more pathetic slogan: "No Thanks.")

Better together is an adjective phrase. Used on its own, without any logical subject or other accompanying noun phrases, it is apparently supposed to affirm that something will go better in some way for someone than something else if something is together with something else, but it doesn't specify any of these someones or somethings. Yet the cui bono issue (who benefits) is absolutely crucial to the debate. The ineptness of the sloganeering is almost unbelievable.

From "President Obama's Full Interview With NBC's Chuck Todd", NBC News (Meet The Press) 9/7/2014:

Say what?

These are totally new concepts for me.  Until David Cragin told me about them, I had never heard of reader-responsible language and writer-responsible language.

Dave works for Merck in the Safety & Environment group, knows Mandarin, has been to China 12 times since 2005, and teaches a short course on risk assessment and critical thinking at Peking University every year.  He was recently appointed to the Executive Committee of the US-based Sino-American Pharmaceuticals Professional Association (SAPA), so he has a professional and personal interest in cross-cultural communication.

In an earlier post, we discussed another, related issue that interests Dave:  "Critical thinking".

From J.M.:

Am I misreading this cryptic headline (I do confess my severe deficiency of "urban cool"), or has "marvel" become a transitive verb, a synonym for "amaze"? "Rihanna front row as Wang urban cool marvels New York", AFP 9/7/2014.

From Ikea and ad agency BBH:

And feel the force of Contrastive Focus Reduplication™.

John McIntyre, "What to say to peevers", Baltimore Sun 9/3/2014:

A recent article in the Boston Globe by Britt Peterson, "Why we love the language police," along with comments it has prompted on Facebook and other venues, shows that some people have become dangerously overstimulated by the publication of N.M. Gwynne's Gwynne's Grammar.